Orangetheory Fitness’ ‘Newvember’ Campaign Aims To Alleviate The Fears Still Keeping people From the Gym

Orangetheory Fitness (OTF) launched a ‘Newvember’ membership push with a campaign designed to solidify its membership numbers by drawing on the key insight that ‘the enemy for OTF is self-doubt’.

Kicking off on 1 November, ‘Newvember’ is a month-long, digitally-led initiative aimed at making those who are hesitant about returning to the gym to feel instantly welcome and encourages them to get a jumpstart on fitness goals by building momentum before the new year (instead of waiting until the more usual new membership spike in January.

The campaign spanned CTV, programmatic and paid social and runs through early 2022.

The creative asks viewers ‘Do you miss going to the gym since the pandemic began?’, ‘Do you long to crush those abs and tighten that tush… but feel inhibited enough to keep doing squats in your basement between the leaky furnace and broken lawn furniture?’ and the creative is based around ‘newbies’ like Rachel – a slightly nervous new member who visits an OTF studio in a series of evolving social spots where her fears are allayed.

The Newvember activation also includes new class offerings, a Newbies class for new members only, plus swag for new members and referral incentives for existing members, plus all new members who join in November get the next month free.

Created and executed in harness with agency Tombras, the initiative emerged after brand research indicated that people are increasingly ‘dreading the monotony of home workouts’ and now ‘crave the connection of gym-based routines’ and yet are still unsure about venturing into gym settings whilst the pandemic remains ongoing.

OTF research conducted by Kelton Global in June fed into the campaign creation process.

This study uncovered statistics on ‘basement burnout’ and indicating that people are more than ready for a return to the gym:

– 70% of exercising-Americans admit they miss their routine before COVID-19

– 30%+ are missing being inside a gym

– 68% of Americans report their fitness regimen took a hit

– 41% of Americans are suffering from the monotony of the at-home fitness regime

– 32% miss the real-life connections their pre-pandemic exercise routines afforded

According to the gym’s Chief Brand Officer Kevin Keith, while the pandemic physically closed its doors, in another sense it opened them to a whole new set of members – people searching for the fundamental benefits of health and also being together and being coached by a professional who actually knows you and is with you in the same room.

“Through testing, learning and mining our own data, we’ve gotten a keen understanding of who our most promising prospects are right now,” continued Keith. “We know what keeps them from trying OTF is often self-doubt. We’re out to help people get over that hurdle so they can live longer, more vibrant lives.”

The campaign was briefed in by the OTF marketing team which included Chief Brand Officer Kevin Keith, Senior Global Marketing Director Tammie DeGrasse-Cabrera and Senior Advertising Manager Kira Orihuela.

It was created by agency Tombras where the group working on the project included President Dooley Tombras, CCO Jeff Benjamin, EVP Client Services Ashley Butturini, Creative Director (Art) Aaron Fisher, Creative Director (Copy) Ryan Contillo, Copywriter Louie Spivak, Chief Production Officer Chad Hopenwasser, Account Director Eric Scroggins, with input from Freelance Producer Brian Schierman, production outfit Alpen Pictures, Director Mike Bernstein, Executive Producer Christian Heuer and Producer William Orozco-Cubbon.

Comment

With more than 1,300 outlets and studios across the USA, the franchise-based fitness brand claims to have recovered well from the pandemic decline when compared to many competitors. Indeed, OTF claims to have already surpassed its 2021 membership goals and maintained its independence throughout the last 16 months.